Prepare, by Photo Monkey

The Big Data problem and solution is fascinating. In some respects it is incredibly powerful and has tremendous applications for humanity at large, but other implementations are frighteningly big brother-esque. If you hadn’t heard, Target knows you are pregnant before your family does. They do it by watching your behavior on their website.

So the new question that we face is what do we do if we derive or create accurate PII/PHI in the normal course of learning about our customers? I’m worried that companies will recklessly create data about their customers in new ways never before possible, exposing we citizens to many privacy breaches. I’m doing research in this area now, and am very interested to see where this ends up.

Let’s assume this all will happen in the next five years. What could we do differently to prevent the misuse of this personal data?

This post originally appeared on BrandenWilliams.com.